Balmain Gives Its Logo The ‘Plain’ Redesign… But With A Hint Of ‘Bitcoin’

Balmain has done it. The French fashion house is the next of many to start adopting bare-bones, sans-serif logos, so you can finally collect them all.

The new emblem was unveiled at the Balmain Pre-Fall 2019 presentation by the creative director Olivier Rousteing on Monday.

First and foremost, the wordmark has lost its outlined design and serifs. It now sits along the veins of simple, “modern utility” logos flaunted by high-end retailers like Chanel, Louis Vuitton, and Burberry.

Perhaps most strikingly is the new ‘B’ monogram that isn’t just a single letter—stare at the whitespace and you’ll see a ‘P’, which stands for the first name of founder Pierre Balmain. It’s also a reference to Paris, Rousteing detailed. He added that the character took almost a year to perfect.

Despite its clean appearance, the symbol has been mocked for looking a bit too familiar.